If you are posting video content online, you should highly consider including subtitles or captions (two different things) for your audience. Failure to do so could result in fines or lawsuits against your company. Before we get into the 'why' and the benefits of adding subtitles or captions to your video content, let's first examine the difference between the two. The following descriptions were borrowed from www.rev.com.
Subtitles
Subtitles are a translated version of a video's transcription, meant to give the viewer a real-time experience of what is happening on screen. These subtitles usually appear as text on the bottom of the screen. Typically subtitles are intended for use by viewers who do not speak the language used in the video, but who can still hear other sounds, like music, and can tell which person is speaking.
Subtitles for the Deaf or Hard-of-Hearing (SDH), however, also include important non-dialogue information, such as speaker identification or sound effects. If a viewer cannot hear the video, the additional information in these subtitles can aid comprehension.
Captions
Captions are designed to increase video accessibility for individuals who are deaf or hard of hearing. Captions are a transcription, usually word-for-word, of the video's spoken dialogue, and may not exactly match the pacing of the dialogue or action. They may also include background noises, speaker differentiation, and other important audio information that helps a person understand the video without sound.
Captions usually appear as white text on a black bar, normally at the bottom of the screen. Videos may have open captions, which are permanently embedded into the video, but it is more common to have closed captions, which can be turned on and off.
So, why should your company include subtitles or captions and what is the value add for both your business and your viewers?
The Data
According to a new report from Verizon Media and ad buyer Publicis Media
92% view videos with the sound off on mobile and 83% watch with sound off.
80% of consumers are more likely to watch an entire video when captions are available.
50% of consumers said captions are important because they watch videos with the sound off. The reasons people said they watch videos without sound include they were in a quiet space, they didn't have headphones, they were waiting in line or they were multitasking.
When captions are available, 37% of viewers said they are encouraged to turn the sound on because the videos seem more interesting.
29% said that even with the sound off, they were better able to understand the video because of the captioning.
The report found that adding captions helped ad performance, contributing to an 8% lift in ad recall, a 10% lift in ad memory quality, and a 13% lift in the brand linkage.
Read the report at: http://bit.ly/subtitle-for-video-data-report
Inclusivity
Adding subtitles or captions to your videos makes them more accessible to more people, including deaf or hard-of-hearing viewers. Adding subtitles or captions not only provides value for those watching your content, but it also reflects well on your firm's values, brand identity, and inclusivity efforts. And, if being an upstanding company wasn't enough, there are legal considerations.
Americans with Disabilities Act (ADA) Caption Requirements
If you are producing or distributing video content in the US, your content may be subject to federal regulations concerning video accessibility for the deaf and hard-of-hearing. The ADA and Federal Communications Commission (FCC) have passed rules and guidelines regarding captions for videos. These include the ADA Title II and Title III, Rehabilitation Act Section 504 and Section 508, 21st Century Communications and Video Accessibility Act.
FCC standards for television have set the precedent for online content. These standards include:
Accuracy: captions must relay the speaker's exact words with correct spelling, punctuation, and grammar with 99% accuracy. No paraphrasing. Honor the original tone and intent of the speaker.
Time Synchronization: captions must align with the time the words are spoken. Captions must not proceed too quickly for the viewer to read.
Program Completeness: captions must be included from start to finish.
Placement: captions must be positioned on the screen without blocking the important content. The font size should be reasonably legible.
Learn more here: https://www.3playmedia.com/2018/12/12/us-laws-video-accessibility/)
best practices for ADA compliant captions:
One to three lines of text appear on screen all at once, stay there for three to seven seconds, and are then replaced by another caption.
Timed to synchronize with the audio.
Do not cover up graphics and other essential visual elements of the picture.
Require the use of upper and lowercase letters.
Use a font similar to Helvetica medium.
Have good resolution.
Include not more than 32-characters-per-line.
To check for compliancy, select the Captions options drop down > Show non-compliant duration. This option highlights any captions in red whose duration is not between three and seven seconds.
Captions should be synchronized and appear at approximately the same time as the audio.
Words should be verbatim when time allows or as close as possible in other situations.
Captions should be accessible and readily available to those who need or want them.
Add music or other descriptions inside square brackets such as [music] or [laughter].
Captions should appear on screen long enough to be read.
It is preferable to limit on screen captions to no more than three lines.
Speakers should be identified when more than one person is onscreen or when the speaker is not visible.
Punctuation is used to clarify meaning.
Spelling is correct throughout the production.
Write out sound effects when they add to understanding.
All words are captioned, regardless of language or dialect.
Use of slang and accent is preserved and identified.
Use italics when a new word is being defined or a word is heavily emphasized in speech.
Resource: https://www.elo.iastate.edu/resources/best-practices/design-best-practices/create-ada-compliant-video-captions/)